EPISODE #4 - Pink Floyd’s “Money” Secrets

August 14, 2019

August 14, 2019

One of my favorite bands is the progressive rock group Pink Floyd. I’ve been listening to their fantastic 1973 album The Dark Side Of The Moon a lot lately. It’s one of those albums for the ages. And the album, as an art form, is totally lost nowadays. We’ve gone back to the 50s in a way. We’ve returned to the age of the “Single.” But instead of 45 rpm records, we have one-off iTunes downloads.

My favorite song on Dark Side Of The Moon is the first song on the B-side (for those of you who remember what a record is… 🙂 ). It’s called “Money,” which seems an appropriate song to learn from when it comes to selling and advertising.

TRANSCRIPT:

00:00                            One of my favorite bands of all time is the progressive rock group, Pink Floyd. I've been listening to their fantastic 1973 album, the dark side of the moon a lot lately. It's one of those albums for the ages and the album really is an art form is totally lost nowadays. We've kind of gone back to the fifties we've returned to the age of the single with the advent of iTunes and Spotify. The single is where it's at, but instead of those old 45 little tiny records, we have this digital downloads. Anyway, I digress. My favorite song on dark side of the moon is the first song on the B side. For those of us who remember what records are where you had to actually flip it around and put the needle back down, the song is called money, which seems an appropriate song to learn from when it comes to selling an advertising, and that's exactly what we're going to do today on the music of copywriting podcast. We're going to learn five amazing marketing lessons from pink Floyd's. Hit Song money

01:05                            Welcome to the music of copywriting podcast to copywriting resource for take action entrepreneurs. I'm your host, Doug Pew.

01:20                            Okay, let's get into this. Now. Unfortunately, I do not have a license to use the actual recording of pink Floyd's hit song money. It would be awfully expensive to get that license. So you'll just have to do a little digging yourself. It's not hard to find head over to youtube or to iTunes or to Amazon music or Spotify and type in pink Floyd money. It'll come right up. It's one of their greatest hits. So maybe pause this, have a listen to that song and then come back. I am going to play a little snippet of a, the song in step number two of these five, uh, not steps, really secrets, kind of these five money secrets of pink Floyd. I'll play a bit of the song on my guitar, but that's as that's as good as I can do for live on the air podcast.

02:17                            Okay. So what are these five money secrets that pink Floyd uses in their song? Well, the first one is pre suasion. If you've not heard of this term, it was coined by doctrine. Robert Cialdini, who was the author of the great marketing book which everybody in marketing should read, which is called influence. Now this is his second book, pre-suasion, a revolutionary way to influence and persuade. So this song came out the 43 years before Dr Cialdini talks about pre-suasion. However, it uses the science and the influence of pre-suasion, exactly how Dr Cialdini describes and basically what pre-suasion is in marketing or like an online marketing is you do something before you even begin the conversation about a sale or about an action with some kind of like subliminal messaging that shows the viewer or tells the listener or demonstrates to the reader before they even begun consuming the content.

03:34                            It gives them a subliminal message. For example, sometimes on webinars when people come on and they're doing a little talking before the webinar begins, they'll have a slide up cause they're going to do like a PowerPoint presentation and the background of the slide will have tons of a hundred dollar bills on it. And it's this kind of like gets you in the mode of thinking about money. Like this is going to make you money. What I'm going to tell you, they haven't said a thing about it, but just in the image, the image alone says something to us on other websites. I've seen one with a bunch of pennies in the background. I can't remember what it was for, but it was something about, you know, a penny here, a pen, every penny counts, kind of fundraising, um, opportunity thing. And so the background of the website or in the margins was just chuck full of pennies.

04:30                            So it was this subliminal message. So what's great about the song by pink Floyd is before any musical notes occur, you hear these money sounds, you hear a cash register, you hear coins banging together, you hear something ripping like it's like a bill fold ripping or something. You hear all these money sounds and they're in rhythm for bone. Tom Don't set sets the beat sets the rhythm, but you know immediately what the song's about. It's about money. There's no, there's no question. It's a precise wading technique that they use. It's fantastically done. And so what, as you're preparing your webinars or your videos or something, think about what's in the background, what's around you, where are you that can tell the story of what you're going to say in a subliminal way because it speaks to the lower brain in this kind of unconscious or subconscious or one of those subterranean conscious ways as very as a very, very powerful tool of influence.

05:49                            Sometimes when I'm doing videos on Facebook live about Beethoven, I'll purposefully position my Beethoven's stuffed doll and the Beethoven biography that's on my bookshelf or on my filing cabinet in the background. It's like this. So this little shoulder angel over me and it kind of sends the message. Okay, so that's the first secret. That's the first, um, money secret by pink Floyd. The second one is their hook. Now F if you've been following along to this point, you know, this is, this is episode number four of the music of copyright and podcast. And the last two episodes, episode two and three, we talked about the rock star copywriting framework and the hit song email template. Okay. And you can see some of these components of that, that free pdf I gave you@douglaspew.com slash start the rockstar copyright and framework. You can see some of those components in this song and this number two, this number two secret is the opening, um, riff and lick that a song has in the hit song, email or sales letter template.

07:01                            And so when pink Floyd does their hook, it's extremely unique in a way. It's kind of like some of those really unique John Carlton headlines. Or you'll see some, some headlines that are so short, like two words. I saw one that was two words. It was wet bed question mark by Richard Armstrong. I was like wow, you don't need anything more than that. It does everything you need. And those two words, other headlines are really long and unique but perfect and like every word counts. And that's the kind of Hook that pink Floyd uses here. So they start the song with the money sounds. They pre swayed us to tell us what this song is about, which is kind of funny. We'll get this to to this in number three. But their audience was very like against the the establishment and big brother and government. They really had a nasty taste in their mouth for for money in big companies.

08:04                            So to have this kind of psychedelic progressive rock side a of your record and then flip it over and suddenly hear money. Sounds like this probably jolted the crap out of their audience the first time they heard it. I know it jolted me. I, they had lulled me into this comfortably numb Hayes even though I didn't take any drugs. And then I flipped the side B cause I found the set of, you know, back in high school I found an actual record at an actual store, a goodwill or something and played it on my actual turn table. And I flip over to side B and what the heck, this money sound. And then after the money sounds begin the guitar and the Bass come in. And this is what they play.

[Guitar playing]

09:01                            Okay. This is a really unique opening riff for a song because it has seven notes that repeat on loop that is a very, very strange grouping of notes for our rock and roll song. Most pop and rock is in for a one, two, three, four oh one two, three, four has the backbeat and everything. It fits in a grouping of four. But this lick is in seven. Let me play it again for you and count a long as I play it cause you've got to hear it. These seven notes that loop onto each other. Okay, here it goes.

[Guitar playing]

10:03                            Okay. You hear that now that I counted along with it. It is so rare. I mean there's like on one hand I can count in all of classic rock sixties seventies music, the number of famous songs that are in seven. There's a couple of pink, excuse me, a couple of led Zeppelin songs on the houses of the holy album and this one. And that's all I can think of off the top of my head. There may be others, but I don't think they're famous. If you can think of one, I would love to hear about us. Send me an email or a comment on this, this, uh, podcast cause I would, I would love to, to hear that. But what's so cool about that is there's something off kilter enough that you have to keep listening. And that's what a hook does. A great advertising, copywriting, Marketing Hook keeps you our attention.

11:00                            You have to keep reading or you have to keep listening. Okay. So, so far the song has barely begun and we've been totally presuaged by the money sound. And now we have a seven beat hook. Like what? Where is this going? Who knows? Is the question is the answer. Okay, so next, this third secret has to do with objections. Okay. Up to this point, and this is 1973 when the dark side of the moon and money is released, up to this point, the band was very indirect with their messages, very psychedelic, very progressive, especially in their lyrics. Sometimes you can't tell what the songs are about at all. It's extremely indirect, okay? And now when we're talking about directness, indirectness in marketing and copywriting, that's referring to the awareness of our audience. Like how aware is your audience that your solution can solve their problem? And depending on their level of awareness, you'll craft a hook differently.

12:10                            Because if they're like super aware, like if they're have a splitting headache, they know they have a problem, they know they need help. Right now you don't have to sell them, you just have to show them, here's the Excedrin, okay. Sold. Right? But if they're just kind of contemplating like, you know, I'm going to be traveling them with a slipping on one of those weird hotel pills, I might end up with a headache. They might need to be sold a little bit more so that you might open it with a longer, more indirect hook. Okay. So in this case, the band's audience was so used to this kind of abstract, airy, fairy psychedelic progressive kind of thing. And then suddenly they get this incredibly direct, very clearly money oriented song on the very first s a p on the very first song of the B side of, of an album like this stuck out like a sore thumb.

13:13                            And to that audience it would have been like, oh these greedy capitalist pigs, they've sold out what's going on? But that's not what happens. In fact, as the lyrics get going, you realize that they're deriding money and big business and big government, which does actually fit their audience. Exactly. And so in a way it's kind of like an extra hook cause it keeps them listening like, oh gosh, what are these guys going to say? But then it actually continues to feed the fire of their audience who was very socialist minded in this time period. But it's actually quite funny because later, many, many years later, Roger Waters, one of the band members who wrote this song or or at least wrote a big part of the song said this, I found this quote. He says, I remember thinking, referring to writing the song. I remember thinking, well this is it, and I have to decide whether I'm really a socialist or not.

14:16                            I'm still keen on a general welfare society, but I became a capitalist. You have to accept it. I remember coveting a Bentley like crazy. The only way to get something like that was through rock or the football pools. And this is soccer of course, cause it's in the UK. I very much wanted all that material stuff. So money begins with this rant against the establishment, but it kind of turns, it takes that objection, it calls it out, and then has a bit of a turn into a bit of a transformation where they actually become sort of capitalist through the telling of this interesting story. In this song. Okay, so that's kind of one of the fun parts about how this song works and it's very much like a great piece of copy. You call out the objection and then you work to change the beliefs and the music video took it even further.

15:18                            I'll let you find that on your own time. Um, okay, let's go to the fourth secret and I kind of referred to it already. It is transformation, so lack. We mentioned in the last two episodes, there's this point where you need to demonstrate the transformation, this change of beliefs or an altered state to your reader. Writing a sales page or email sequence for your new online course membership site or product launch can be frustrating and take hours, days, or even weeks, even at the best of times. You put your heart and soul into your writing, but you're not sure if it's going to resonate with your audience. You spent weeks or even months creating your content and a lot is riding on the success of your sales page and email sequences. It's the kind of fear that keeps you up at night, worried that all your hard work will have been in vain.

16:10                            Luckily, there is a way to get your copy ready without spending thousands or even tens of thousands of dollars hiring another copywriter. I do copy critiques in one on one sessions to help you finalize and maximize the strength of your sales pages or emails sequences. I take the time to study what you've written and make suggestions to improve and hone your copy. I've written winning copy, promoting online courses and seminars for influencers like Ray Edwards and social media examiner. I've coached copywriters as a part of the Ray Edwards International copywriters certification program. Here's what one of my students, Colin Daley said about my coaching and critiquing Doug is a copywriter who knows how to find the most important idea quickly. His coaching, a few simple but powerful suggestions helped me improve my copy in record time. Doug's unique musical perspective helps him feel the right word or phrase from the reader's point of view.

17:01                            If you're looking for a copy coach or killer copywriter, I highly recommend Doug. Thanks Colin. To get your copy critique, visit Douglas pew.com/work with me. And now back to our show. After the opening a couple of verses of the song, the band bursts into a saxophone solo and the saxophone Seoul is very much in the same vibe as these opening verses kind of ranting against the establishment and against the money. And then all of a sudden the band kicks into a higher gear and they go out of seven they'd been in seven this whole time, that Boehm to them to dome, boom, boom, one, two and three four, five, six, seven boom. But then all a sudden that jumped to four and there's a guitar solo ramp, boom, two, three far rapper or Wu two, three four and it gets faster. So it's like, whoa, something's happening.

18:02                            We, we, we pushed the tempo. We'd go into a regular time signature for four, which most songs are in four, but it seems so foreign in this sense because we've gotten used to the, the seven loop that we've been on for the last couple of minutes. And what it does is it takes the song through this exciting sort of a bridge or like a turn or a transition in your sales copy, which demonstrates the transformation. And then when you get through the guitar solo to the other side of the Guitar Solo, it goes back to the opening music and the same verse. It's got some new words, uh, but it's the same music. But when you hear it this time, it sounds completely different. It's actually a little faster, even though it's back to the original seven, it kind of keeps the same faster tempo of the Guitar Solo, not quite as fast, but it's definitely faster than the opening tempo.

19:01                            And though we've heard it before, it has a different flavor. Now this is like the other side of the argument we've taken. We've presented the argument, we presented the, the, the problem and the promise, and we'd taken through the objections. And then there's this, this kind of heated debate in kicking the objections to the curb through the Guitar Solo. And then it resolves into this same music as before. But it's like we hear it differently. We have transformed, our beliefs have changed and that is very powerful copywriting. Now they've done it all with notes, all with music, with guitars and amplifiers and things. But if you can take your listener, your reader, your prospect through these steps of transformation and actually change their beliefs, the way we hear the music differently, by the time we get to the last verse, you have nailed a big marketing copywriting secret.

20:03                            Now another day we can get into the, into the weeds on how to do that with copy. But just knowing that that's part of the goal is huge. And it basically, in short you've, you have to take the problem that you presented at the front, demonstrate the transformation and then seed that transformation in them so that they see themselves on the other side of the transformation having been transformed. But it's like forecasting cause it hasn't happened yet, but you have to change their belief systems so that they can see themselves living that way. Having applied your solution. And that's basically what pink Floyd does. That Guitar Solo. Fascinating to me. I just love this. Maybe maybe right else is rolling their eyes. I Dunno. But I just, I just can't get enough of this and it's just so fascinating. And it, it works in music too because music is a persuasive language and of course copywriting is a persuasive language too, so that go hand in hand.

21:07                            Okay. One last pink flood money secret before we close out. And this is a swiping secrets. Okay? Now we know that we got to be careful when it comes to swiping. If you've spent any time at all in marketing or copywriting, you know that a swiping is something gets talked about a lot. Swipe files as basically a series of ads, winning ads, uh, or winning w winning emails that have worked in campaigns that you study. It's like modeling a song. If you're a band and you want to write a hit song, well it makes sense to go study a whole bunch of other hit songs and see if you can come up with your own. Now a band can get into a lot of trouble and there've been many lawsuits over the years for stealing outright. A famous bit of a song by somebody else and that's not okay.

22:07                            We don't do that. It's not allowed. We get in big trouble for that. And uh, both in music and in copywriting and marketing. But what we can do is we can model, okay. And that's exactly what pink Floyd has done in this song. This song money, even though it sounds totally different than a regular blues song, is basically a modeled blues song. Okay. The old fashioned blues is what we'd call 12 bar blues and rock and roll in general was born out of the 12 bar blues. Think back to the back to the future movie when, when Marty McFly is on stage and he plays that Johnny B. Good song that by Chuck Berry, um, went down to Louisiana, close to New Orleans, went back up in the woods among the evergreens. He plays that beautiful epiphone or Red Guitar, kind of like the one I just bought you. It's so beautiful.

23:06                            Sorry, it's tangent. Um, but that is a basic 12 bar blues, meaning that there's 12 measures of music that have four chords that each play a certain number of measures to fill up the 12 bars. And then those 12 measures of music, repeat, repeat, repeat over and over and over again for three or four minutes. And that's the song. It's a very common, uh, way of writing a song. In fact, I would bet that at least 80% of all the hit rock and roll songs are based in some way on the 12 bar blues, probably more than 80% in this case. This song definitely comes from that 12 bar blues idea, but it's not in 12 bars. In fact, it's in 24 bars. They stretch it and they move it around and it becomes this longer loop with the seven notes. So it's not just that the seven notes loop is that the seven notes loop inside of a framework that's very similar to the 12 bar blues, but it's been augmented.

24:13                            It's been stretched. It's been eaten elongated into 24 bars. But that's a very simple way to model a great masterful framework like the 12 bar blues and make it your own. It's like if you are a course builder and you follow someone like the great, amazing Amy Porterfield, which I just, I fan girl over her all the time. Yes, she's one of my favorites. But you wouldn't just rip off her sales letter or her webinar. Exactly to do yours cause that's not okay. That's stealing. But you model it, you take the framework, you'd take the psychology of it, you'd take the architecture, you'd take the, the the style and you model it and you put your own notes into the song. Basically you make it your own. You sing your tunes on the kind of framework that she provides for you and, but you can stretch it, you can shrink some parts, you can do your own thing.

25:19                            And that is a very great way to do a piece of marketing or write copy to model a winner. And that's what pink Floyd has done in this song money. And in fact, this song did make them quite a lot of money. It was one of their biggest hits ever and it still gets played on movies all the time. Uh, have you seen the Italian job? It's not the newest film, but in the last 10, 12 years or so, it's on that film. It's on tons of films that talk about bank robbery or getting away with money stuff or anything like that. You hear this song all the time. Okay. So just a quick review. The five pink Floyd money secrets were presuasion those money sounds at the beginning of the track and then they hooked us. The second secret with that really bizarre seven note hook, which is so different than most for beat passages in rock and roll.

26:23                            We have to keep listening to see what's going on. The third one was with the objections, how the whole thing about talking about money straight up and very directly to their audience and how they, um, they just called it right out. It dealt with the objections right up front, very smart marketing process. Uh, the fourth is the transformation that actually transform their music. So that after the guitar soul, it's almost a new song. We hear it so differently. Having gone through that Transformational Guitar Solo, uh, that's, that's such an important thing to do in your copywriting, especially the longer forms or in your webinars to actually help the listener or the reader transform themselves in their mind, in the futures, seeing themselves having won the prize or having lost the weight or having made the money with their sales at through your program, show them that future casting transformation.

27:23                            And fifth, and finally the very smart way that they swiped and modeled the 12 bar blues, the kind of the kind of 12 bar blues that Chuck Berry and Elvis Presley and the Beatles and BB king used all the time. But they made it very uniquely their own by putting it in a seven beat pattern and stretching it from the 12 bar blues to the 24 bar blues. And it worked like gangbusters. So this sort of concludes actually sort of a three episode series where we're talking about rock and roll and this rock star copywriting framework and the hit song, email template, hit song, emails, sales, uh, sorry, hit songs, sales letter template. Where do we can take these basic architectures and write winning pieces of marketing, of advertising, of copywriting, and we just took it to this next level and made it really unique with pink Floyd song money.

28:24                            So if you still haven't downloaded the Freebie, feel free to go to Douglas [inaudible] dot com slash start scroll down just a little bit and you'll see the Rockstar copywriting framework and hit song email template and you can dig into this framework and start applying it to your advertising, to your sales, to your e-commerce story or a coaching practice or your SAS company or whatever you do to contact and, and to convert and get to know and build a relationship with your prospects and your customers. I'll write thank you so much for tuning into the music of copywriting podcast episode for Pink Floyd's money secrets. Stay tuned for next week when we will talk about another musical hero of mine. This episode is titled Painters, paint, composers, compose and writers, right? And we're going to talk about why that's so important, yet redundant, but it really important. So don't get overwhelmed by the redundance of that. By the obviousness of that. It's a bit captain obvious, but it is one of the secrets of the most amazing writers, both of music and of advertising and copywriting and marketing and even books and authors and things. Okay, so tune in next week and we'll, we'll get into that. I will see then.

29:50                            Goodbye.

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